PROFESSIONAL SALES & MARKETING EXECUTIVE
Sales and Marketing Executive with extensive consumer packaged goods experience delivering superior results. Consistently successful in building volume and profits in Fortune 500 companies and smaller emerging firms. Areas of expertise include:
•Creating and executing dynamic strategies for profitable growth
•Building quality organizations through cross functional teamwork
•Brand building and revitalization
•Penetrating key national and regional customers (Inlcuding Wal-Mart)
•Inspiring and leading direct selling and broker organizations
•Broad range of experience with grocery and alternate channels of business
•Strong knowledge base of U.S. Hispanic markets for targeted marketing
•Strategic Planning and Execution
•Fact-based decision making and results oriented
•Market share and distribution development
Expertise in driving efficiencies in Trade Promotion and execution
PROFESSIONAL EXPERIENCE
2017-Current Professional Management
Owner/Broker and Manager of income property Real Estate Portfolio. Managed, Improved, and increased Valuation executing IRC 1031 Exchanges of Multi-Family and Single Family Properties. Increased Portfolio 50% in 6 years.
2002 – 2017 CPG Manufacturer
National producer/distributor of traditional soups, stews, entrees, sauces, vegetables, frozen & refrigerated entrees, and other food products
VICE PRESIDENT OF SALES
Built a national sales team comprised of a National Sales Manager Retail, National Sales Manager Foodservice/Alternate Channels, Wal*Mart/Business Development Manager, 3 Regional Managers, Planning Manager, support personnel and a direct sales team. Managed brokers for maximum productivity and directed customer service operations. Reported to the President/CEO.
•Increased sales approximately 71% over 4 years by expanding company distribution to National U.S. and Mexico. Profits grew rapidly during the same time period driven by efficient trade spending and cost cutting in areas such as trade promotion, commissions, and logistics.
•Restructured marketing efforts after conducting U & A Study shifting resources to regional focus and grass roots oriented initiatives to reach different levels of acculturation for the Hispanic consumer.
•Led the development of a new product line of co-packed refrigerated meats by working cross-functionally with R & D, operations, procurement, and marketing. Successfully launched a line and expanded to 2000 stores in the West.
•Boosted sales and diversified the product line by developing, testing, and introducing several new products using focus groups and mall and supermarket intercept studies. New products grew to 8% of total.
•Developed and launched several sku’s of snack items that generated several million in sales the first three years of distribution.
•Developed co-marketing campaigns with strategic partners including Fortune 100 CPG firms to capitalize on synergies of complementary product lines with similar target consumer demographics.
•Generated new consumers with minimal advertising investment by developing marketing campaigns to sample more than 1 million consumers with major brand building vehicles at promotional events nationally. Created a national in-store sampling and trial building campaign with over several thousand demo events annually.
•Implemented two new sales automation technologies to measure, track, and analyze the business resulting in regional business growth that included high double digit increases in Texas and the Southeast markets the past two years.
•Led cross-functional teams to evaluate and review costs of transportation and logistics resulting in the closure of three outside public warehouses while continuing to service the business needs and drive costs down.
•Managed the customer service department and developed price zones to streamline and create efficiencies and forecasting tools to control inventories and improve service level.
•Developed and implemented profitability models for new item placements, incremental trade promotion programs and co-marketing events including payback periods, break-even analyses, and ROI.
2000 – 2002 CPG Manufacturer
National producer and distributor of salsas, sauces, peppers, and condiments
VICE PRESIDENT OF RETAIL SALES & MARKETING
Total P & L Responsibility for a division of a U.S. subsidiary reporting to a $2.5 Billion diversified International Company including Grocery, Special Markets, Private Label, Military, Club, Export, and Mass Merchandisers. Responsible for the Retail Division consisting of 11 Region/Business Managers, Marketing Manager, Sales Operations Manager, and 3 Administrative Assistants. In April 2002 appointed to oversee the marketing department including new product development, advertising, and in-store programs. Reported to the President/CEO.
•In fiscal 2001 gross sales increased by 9%, net sales by 14.8%, gross profit by 24.4% and net income 28.1%.
•Expanded national retail distribution 10% by coordinating the successful development, launch, and marketing of 16 branded new items, appointing and developing new brokers, and training Regional Managers.
•Improved sales execution and spending efficiencies by developing and successfully executing a new promotional “Go to Market Strategy”.
•Developed National Customer and Special Market selling teams that sold in 18 new private label items to Fleming Foods and 7 to Wal*Mart.
•Led sales reorganization initiatives reducing SGA expenses by double digits to improve effectiveness using technology and SAP information systems. Developed accrual accounting systems to manage trade spending effectiveness, improve cash flow and deduction management.
•Led initiatives to close three satellite public warehouses, improve distribution center palletizing and shipping efficiencies, supply chain processes, and inventory management of Mexican produced and supplied items.
•Developed and implemented a pay for performance field sales incentive program that focused on profitability of the company, sales volume, distribution building, deduction management, and trade spending/expense control.
1992 – 2000 CPG Manufacturer
National producer/distributor of canned vegetables, fruits, tomatoes, spaghetti sauce, salsas, ketchup, beverages, snack cups
LOS ANGELES/PACIFIC DIVISION MANAGER
Responsible for the growth of the largest division in the company with over 9 million annual cases and dollar sales exceeding $120 Million (13% of total grocery sales for the company). Locally managed a trade promotion budget of $10 million using propriety software to measure baseline and incremental sales during promotional and non-promotional periods.
•Assumed additional corporate account responsibility for American Stores Company Salt Lake City as sales coordinator California Divisions. Completed Category Management Studies at Ralphs, Vons, Albertsons, and Lucky Stores achieving optimal product mix and variety, eliminating duplication in Fruit and Vegetable Categories to drive topline and bottom line growth.
•Brand Franchise was developed in Fiscal 98 by more than 8% vs. previous year. Finished #1 out of 13 divisions nationally in Fiscal 99 for the Billion Dollar Grocery sector.
•Achieved the highest shares in the U.S. on Ketchup relaunch surpassing Heinz as the number 1 brand in the Los Angeles/San Diego Nielsen Scantrack market 2nd quarter 1998 and 1999.
•Selected as the first Customer Business Team Leader for Vons Grocery Company to insure implementation and execution of strategic initiatives including Efficient Consumer Response, category management, continuous replenishment, long-term planning, and micro-marketing through store clusters, demographics and SCOP. Volume was up 57% in Fiscal 98.
•Successfully executed new “Go to Market Strategy” insuring promotional payments made only on consumed cases while managing trade accruals to prevent overspending by strategic business unit.
•Developed programs locally to successfully launch several new items. Recognized at National Sales Meeting for highest level of retail distribution, market share, ACV Display, and Volume.
•Recognized with the first annual “Company Achievement Award” at the National Sales Meeting in 1994 for excellence in merchandising, gaining distribution, market development, and sales growth. “Run through the warehouse” recipient for 2 years and awarded special compensation and plaques.
•Successfully trained, developed, and motivated a new broker to sell and achieve major sale events and multi-category displays on a very complex line. L.A. Broker was selected as Western Region Broker of the Year for 1993.
1981 – 1992 CPG Manufacturer
National manufacturer & distributor of household cleaning products, housewares, and nutritional drinks.
LOS ANGELES – SOUTHWEST – REGION MANAGER
Responsible for strategic sales development through broker organizations covering the Western U.S.
•Achieved a 13% increase in dollar sales volume in 1991 to $31.5 million versus total U.S. - 7%.
•Successfully developed and executed a comprehensive market-wide custom-mixed pallet program for Vons, Lucky, and Ralphs resulting in 500 seventy-case displays merchandised during the 1992 spring FSI Event.
•Originated the concept and recommended merging Non-Foods & Grocery organizations into one sales force and was selected as the original test division. Structure was adopted and expanded nationally in 1992.
•Successful in strategically researching, planning, developing, and gaining company commitment to execute a Los Angeles Regional Hispanic Marketing & Merchandising Program on core brands driving trial and usage.
•Promoted to broker manager in 1984 responsible for Southern California, Arizona, and Hawaii markets, increasing sales from $19.5 million to $24.0 million. Managed the L.A. Broker to win the Western Broker of the Year Award.
•Achieved National Region Manager of the Year Award in 1987 and first National Achiever award in the Sales.
•Started as a district manager in 1981 responsible for a direct team. Promoted 14 people, 4 into management positions. Consistently exceeded budgets ($12 Million in annual sales volume)
RELATED EXPERIENCE
HBC Manufacturer
National manufacturer and distributor of health and personal care consumer products
TERRITORY MANAGER/SALES TRAINER
Responsible for managing and developing annual sales volume of $5 million in major accounts including Certified Grocers, Albertsons, Hughes, Smiths, Sav-On Drugs, and Stater Brothers.
EDUCATION
California State University
Bachelor of Science, Business Administration
Center for Creative Leadership Greensboro, North Carolina
Global Leadership and Management Resources Sherman Oaks, California |
